How many trees are being missed while marketers concentrate on the forest?
Forbes reported in July 2015 that a KPMG survey found 81% of U.S. enterprises rely on analytics to improve their understanding of customers. Although data analytics – both Big Data and customer-level data – have become critical to modern marketing, I’m convinced opportunities are being ignored while companies boast about their use of data. Don’t get me wrong; today’s sophisticated analytics are extremely valuable, and....